The buzz is that the latest trend for every brand is to go 'youthfully desi'.

'Kurkure' of which Juhi Chawla has been a brand ambassador for long is doing the same. They have roped in B-Town hottie Kareena to replace the ageing Juhi.

The nine-year-old snack brand by PepsiCo India has been endorsed by chirpy Chawla for almost five years.

Though Bebo will be the new face, Juhi continues to be the face for the brand, reveals a PepsiCo Snack Foods official.

The ad will be shot like a story of Cinderella in Hindi, in a Haryanvi accent. Interestingly they are calling it 'ishtory'.

According to Pepsico officials, "Desi Beats is an incremental platform that Kurkure was looking at, for which it needed a new face. The product demanded a new look, and that's why Kareena."

They are saying that Juhi has always stood for the irreverent and chatpata attitude of the brand, and she'll continue to carry it further. Juhi and Kareena will apparently endorse the entire portfolio together, though the details are yet to be finalized.

Well, time for all and sundry to accept now- 'Yeh hai youngistan meri jaan'!